Investigation of olive oil production business's acceptance of branding in the framework of technology acceptance model: The example of Milas district

This research was carried out in order to investigate the branding efforts of the enterprises operating in the olive oil sector in the Milas district of Muğla, within the framework of the technology acceptance model. While the universe of the research consists of all olive oil enterprises operating in the Milas district of Muğla province; The sample of the study consisted of 69 business owners reached by the convenience sampling method. For the collection of research data, 20 demographic questions and branding evaluations were made by Ursavaş et al. for the scale. (2014) and Özer and Yılmaz (2011), a questionnaire consisting of 32 questions was used. The branding scale, which was prepared within the framework of the technology acceptance model, consists of seven sub-dimensions: perceived usefulness, perceived ease of use, attitude towards use, behavioral intention, usage behavior, subjective norms and subjective norms. The analysis of the data obtained in the research was carried out in SPSS V22.0 and AMOS package programs. As a result of the research; businesses; 68.1% of them have been operating in this sector for 21 years or more; 62.3% of them have no trademark registration; On the other hand, 57.7% of the businesses with trademark registration have 1 trademark; 19.5% of the businesses that have trademark registration had their trademark registered 10 years ago; 79.7% of them do not have domestic recognition and 95.7% of them do not have international recognition; 68.1% of the enterprises do the domestic marketing themselves; in product pricing, they mostly price according to market conditions; It was observed that 26.1% of the enterprises responded to the reasons for not branding as lack of organization and 17.4% as insufficient financial resources. Structural equation model established in the research was found to be significant. As a result of the analysis of the model, it was seen that two of the seven hypotheses were accepted. The perceived usefulness of the participants in branding positively affects their attitudes towards use. According to another result of the research, the behavioral intentions of the participants about branding have a positive effect on their branding behavior. According to the results of the difference analysis between the variables; usage behavior and subjective norms by age of participants' evaluations of the branding scale; only subjective norms according to their educational background; only usage behavior by duration of activity in the sector; It has been determined that there is a significant difference in the dimensions of attitude towards use, behavioral intention, usage behavior, subjective norms and subjective norms according to trademark registration ownership status.